A few days before the Super Bowl, I caught this commercial of the burly High Life delivery guy talking about the ridiculous $3 million that advertisers are spending on 30 second commercials in this year’s Super Bowl. He started talking about how all Miller High Life would need is a 1 second commercial, along with copy asking us to watch for these 1 second ads during the big game.
Miller High Life Superbowl 1 Second Ad Intro Advertisement
That’s the last I heard of it, although I was very excited. I visited the site, www.1secondad.com and previewed all of the “1 Second Ads,” the day of the game. I eagerly watched, or listened for them during the game, but I missed them. Or, they didn’t air in my local market, because, apparently,
“MillerCoors must buy the commercial time through local market NBC affiliates because the brewer’s top competitor, Bud Light brewer Anheuser-Busch of St. Louis, has an agreement that makes it the exclusive national alcohol advertiser for Super Bowl XLIII in 2009″ (The Business Journal of Milwaukee, 01/20/09).
I was disappointed, and wished I had seen the ads during the actual game, but I am still excited about the campaign, as this is something unlike I’ve ever seen before, and an excellent example of achieving attention through viral or word of mouth means.
The Official Miller High Life 1 Second Ad
A Collection of Miller High Life 1 Second Super Bowl Ads That Didn’t Make the Cut
What do you think about this technique? Do you think it worked? Do you think it didn’t work because it had to purchase ad time through local markets? What would you have done differently or the same?